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A summary of Al Ries & Jack Trout ‘s marketing bestseller: Marketing Warfare. The marketing concept states that a firm’s goal should be to identify and profitably . “A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon.”Newsweek “Revolutionary! Surprising!”Business Week. Now, world-renowned marketing strategists Al Ries and Jack Trout present this special Marketing Warfare is the indispensable book that wrote the rules-and.

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Jun 03, Alice rated it it was amazing. Increasingly, one hears marketing terms that are borrowed from the vocabulary of military strategy. Ries and Trout have identified interesting and useful commonalities between military strategy and marketing strategy. Ries and Trout argue that it is strategy and not hard work that determines success.

IBM unsuccessfully attempted to attack Apple in the home computer market with the PCjr, illustrating that a company’s position is more important than its size. Sixty years later, 20 of those 25 brands still held the number one position.

Sometimes the weakness in the leader’s strength arises from the fact that it has a major investment in assets that cannot be readily adapted. I only took it to brush up on the background of a few Historical Battles, but I got hooked.

Now, world-renowned marketing strategists Al Ries and Jack Trout present this special 20th Anniversary Edition, featuring the latest, most powerful tactics and a fresh perspective on why marketing warfare is even more crucial for today’s companies. Finally, once there is marketing peace and the warfae has affirmed its dominance, it can grow its sales by growing the market.


Jack London Paperback Children. I haven’t read the anniversary edition. At first, I thought the book was a pun on how companies are literally “fighting” under the pretext of marketing; but truot book explores the strategic underplay in action marketibg is insightful indeed. Schlitz was the top brand, but lost its lead to Budweiser in a close battle.

The smallest firm’s guerrilla tactics involve its going under the mountain. Clausewitz felt that in a situation of chaos and confusionstrategy should be based on flexible principles. To ask other readers questions about Marketing Warfareplease sign up. Account Options Sign in. Open Preview See a Problem? Flanking is not a low-risk strategy. Consequently, the best strategy for such a firm is a defensive one. He died from intestinal cancer on June 4, at the age of In military warfare, mountains and higher altitude areas represent strong positions and often are used to present a strong defense.

However, when Pepsi introduced a larger bottle for the same price as the smaller bottle of Coke, Coke did not have many options to respond.

Only the market leader should consider playing defense. Refresh and try again. Such are the vicissitudes of business theories. But ,as for me,i don’t like the way the authors “impose” some ideas in the book like it is a general truth and it can’t be otherwise.

Marketing Warfare by Al Ries and Jack Trout (, Paperback) | eBay

Sep 10, Cris B rated it really liked it. A more flexible challenger can use this fact to its advantage. Success depends on battling competitors for market share. Still, there are too many examples and casing points, but not enough pure content. Just a moment while we sign you in to your Goodreads account. McDonald’s was the leader, and Burger King tried offensive maneuvers. The lessons from these famous battles illustrate the concepts of planning, maneuvering, and overpowering the opposing side.


In the fast food industry, Ries and Trout use the “burger war” to illustrate a flanking attack.

Ries and Trout disagree, arguing that once at the top, a company can use the power of andd leadership position to stay there. This is not to say that smaller companies do not stand a chance. Best Selling in Textbooks, Education See all.

Marketing Warfare by Al Ries and Jack Trout (1986, Paperback)

From “launching a breakthrough campaign” to the “cola wars”, the analogy between marketing and warfare is evident. The smallest firm probably does not have sufficient resources to launch any type of sustained attack. Marketint and Trout offer the following examples of product variations on which to base flanking moves:. Part of that book is great, brilliant even.